UnMarketing: Stop Marketing. Start Engaging. by Scott Stratten (2010) – Summary

Introduction
Scott Stratten’s “UnMarketing: Stop Marketing. Start Engaging.” challenges traditional marketing techniques, emphasizing the importance of authentic engagement over superficial and aggressive marketing tactics. Stratten, through actionable insights and real-world examples, encourages businesses to focus on building genuine relationships with their audience. Below is a structured, detailed summary of the key themes and actionable takeaways from the book.

1. The Shift from Push to Pull Marketing

Key Point: Traditional marketing often involves pushing messages onto consumers, but Stratten advocates for a pull strategy where the focus is on attracting customers organically through value and content.

Actionable Step:
– Content Creation: Consistently create valuable, relevant content that answers the questions and solves the problems of your target audience. Blog posts, informative videos, and interactive social media posts can serve this function.

Example:
– Stratten recounts how Zappos effectively used social media to pull customers by building a robust engagement model rather than pushing promotional messages. Their focus on customer service stories helped build loyalty and attract a dedicated following.

2. Engagement Over Selling

Key Point: Rather than relentlessly pushing products, Stratten suggests focusing on genuine engagement. This involves conversations, interactions, and responding to customer needs.

Actionable Step:
– Community Building: Engage with your audience through social media platforms by responding to comments, participating in discussions, and showing a human side to your brand.

Example:
– Stratten points out how the Morton’s Steakhouse responded to a customer’s tweet requesting a steak at the airport. They actually delivered, which showcased their commitment to customer service and generated significant positive publicity.

3. Authenticity and Transparency

Key Point: Authenticity and transparency are crucial in modern marketing. People value businesses that are honest, open, and ‘human.’

Actionable Step:
– Honest Communication: Always be transparent about your business practices, product features, and any potential issues. If mistakes are made, address them openly and promptly.

Example:
– Stratten highlights the case of Domino’s Pizza’s “Turnaround” campaign, where they openly acknowledged and addressed customer criticisms about the quality of their pizzas, which ultimately improved their brand image and product quality.

4. The Relationship Economy

Key Point: Emphasize relationships rather than transactions. Customers who feel valued are more likely to become repeat buyers and brand advocates.

Actionable Step:
– Personal Touch: Introduce personalization in your customer interactions. Use CRM tools to keep track of customer preferences and personalize your communications accordingly.

Example:
– The book discusses the success of TOMS Shoes’ one-for-one model. By aligning with a cause, TOMS built strong relationships with customers who shared their values, fostering loyalty and advocacy.

5. Reactive vs. Proactive Marketing

Key Point: Stratten distinguishes between reactive marketing—responding to immediate opportunities and issues—and proactive marketing, which is more about long-term strategies and campaigns.

Actionable Step:
– Agility in Marketing: Stay current with social trends and be prepared to engage reactively to capitalize on viral moments. Simultaneously, plan long-term campaigns that align with your brand values and customer expectations.

Example:
– The book cites the success of Oreo’s real-time marketing during the 2013 Super Bowl blackout, where their timely tweet “You can still dunk in the dark” became widely popular and highlighted the potential of reactive marketing.

6. The Importance of Listening

Key Point: Actively listening to your audience can provide insights, foster loyalty, and guide your business decisions more accurately than traditional market research alone.

Actionable Step:
– Social Listening Tools: Utilize tools like Hootsuite, Brand24, or Mention to monitor social media for mentions of your brand, industry keywords, and customer feedback.

Example:
– Stratten references how Starbucks used customer feedback from their “My Starbucks Idea” platform to implement suggestions directly from their audience, driving customer satisfaction and engagement.

7. Word of Mouth and Viral Marketing

Key Point: Word of mouth has always been powerful, but in the digital age, it’s magnified. Engaging your existing customers can turn them into advocates who spread the word for you.

Actionable Step:
– Customer Incentives: Create referral programs or incentives for customers who share your content or bring in new customers.

Example:
– Stratten describes how the Blendtec “Will It Blend?” campaign went viral. The creative, engaging content led to massive organic word-of-mouth marketing, significantly boosting brand visibility.

8. Social Media as a Business Imperative

Key Point: Social media isn’t just a marketing tool; it’s integral to the entire business strategy. It’s crucial for customer service, brand building, and connecting with the audience on a personal level.

Actionable Step:
– Holistic Approach: Integrate social media strategies across all departments in your business, including customer service, HR, and sales, ensuring a consistent and engaging presence.

Example:
– Stratten exemplifies Dell’s use of social media not just for marketing but as a robust customer service tool, with their DellCares Twitter account demonstrating effective problem-solving and building customer trust.

9. The Role of Email Marketing

Key Point: Despite the rise of social media, email marketing remains a powerful tool when used correctly – focusing on relationship-building rather than spamming.

Actionable Step:
– Segmentation and Personalization: Use email list segmentation to send tailored messages to different segments of your audience, and personalize emails to address individuals’ specific needs and preferences.

Example:
– The book describes how using personalized email content that speaks directly to the recipient’s interests led to higher open rates, click-through rates, and conversions compared to generic mass emails.

10. Marketing through Education

Key Point: Educating your audience rather than just selling to them can establish you as a thought leader and build trust.

Actionable Step:
– Educational Content: Create webinars, how-to guides, white papers, and other educational materials that provide value and position your brand as an industry authority.

Example:
– Stratten gives the example of HubSpot, which offers extensive educational resources and free tools to attract customers by providing value first before making the sales pitch.

11. The Power of Storytelling

Key Point: Storytelling is an effective way to engage your audience emotionally and make your brand memorable.

Actionable Step:
– Brand Stories: Craft and share compelling stories about your brand’s origin, customer experiences, and impactful moments. Ensure these stories resonate with your audience on a personal level.

Example:
– Stratten tells the story of how a simple employee anecdote from Ritz-Carlton about going above and beyond for a guest became a hallmark of their customer service excellence, thereby reinforcing their brand image through storytelling.

Conclusion

Scott Stratten’s “UnMarketing” redefines marketing by focusing on engagement, authenticity, and relationships over traditional, often superficial, marketing efforts. His approach encourages businesses to create meaningful connections and value, which in the long run, attracts and retains customers more effectively than conventional strategies.

Incorporating the principles of “UnMarketing” involves actionable steps such as creating valuable content, engaging authentically on social media, maintaining transparency, utilizing email and educational marketing, listening to customer feedback, and crafting compelling brand stories. By adopting these strategies, businesses can create a marketing approach that is more human, effective, and sustainable in the digital age.